The more I look at all of the different tools, methods and approaches that are available for marketing, it really comes down to this one simple idea, “Our message must show our business never becomes just a commodity”. This little phrased always helps me never lose focus with respect to branding and content.
Recently, I met with a company and I had selected this company because I thought they were a leading company in this particular industry. I kept asking him about a process and how his company could add more value than another company. Finally, after several questions, the representative said, “That process is a commodity and any company could do the work” I was quickly speechless and I have replayed that conversation in my head several times.
From a marketing standpoint, I am always looking for the differentiator in the market. I often look for supporting services or a better, simpler experience for customers. Once I identify that differentiator, I look for ways to get the message out. Many times, people believe new packaging or labeling is the answer. I think it can help in some cases, but ultimately it needs to be tied to the customer experience. If the customer sees no value, then any change big or small has no value.
This fall, I am really looking hard at this area and what I have discovered is a whole new approach to marketing. I am less concerned about the right tool, platform or digital marketing piece. I am focused on where the most action is, “the user experience”.
“User experience” encompasses all aspects of the end-user’s interaction with the company, its services, and its products. Source: Nielsen/Norman Group
Differentiate yourself and get the word out! It is the best marketing strategy.